Study was carried out by adtech Weach Group in partnership with Hibou
Research carried out by adtech Weach Group brought new data about the relationship between fake news and consumers. Carried out with 2,400 people this month, the survey revealed that nine out of ten said they had come across fake news while reading the news.
Furthermore, 33% of those interviewed assured that they have already stopped following brands after seeing their advertisements within fake news, while 68% believe that these brands are complicit in the lie, if they are advertising there.
The survey revealed that 42% of respondents consider information from specialized content websites to be more truthful. Furthermore, the presence of experts has always been an indicator of reliability for Brazilians.
“The objective of the research was to be able to delve deeper into the news-advertisement relationship and what we call Brand Safety (brand reputational security)”, explains Daniel Kaminitz, CEO of Weach Group. “We work with advertising distribution technology in an intelligent and data-driven way, generating clicks for advertising brands. However, this work has to be done carefully, valuing the quality of the chosen news channels,” he said.
(Credit: Photo by charlesdeluvio on Unsplash)
